Focusing on the underlying logic of win-win interests between merchants and platforms in the ToB business, and by conducting desktop research and summarizing the rules of the evaluation system for various types of B-side distribution ecological products in the industry, we believe that the following three chains can describe B-side distribution. The complex structure of ecological products: (1) Process operation layer The operation chain of "account entry-online & iteration-data analysis-information interaction, etc." points to the CRM system for the daily operation of merchants. The construction goal is smooth process and convenient operation; (2) Rules and order layer The order chain of "review requirements-normative suggestions-level system-equity incentives" expresses the platform's will and values, defines what merchants do to be rewarded and what they do to be punished, and builds a growth incentive system job title email list centered on rights and interests. Reward and punishment rules and order, the construction goal is clear rules and order; (3) Resource capability layer The revenue chain of "distribution and customer acquisition-private domain precipitation-operation recall-realization conversion" points to the distribution capabilities of services and content, and the private domain precipitation and operation capabilities after reaching users. The construction goal is to have abundant traffic resources, effective operation capabilities and tools, which can bring actual benefits to merchants, and represent the actual attractiveness of the ecological platform. From the above, according to the above three chains, the corresponding evaluation system is as follows: